The 5 Toughest Problems Facing Online Retailers

Written by Raynay Valles


What arerepparttar toughest problems facing online retailers in 2003?

Problem # 1 Getting visitors

The number one complaint of online retailers is they are not getting enough visitors.

Many choose to get visitorsrepparttar 121026 same way their competitors do. Online retailers try search engine placement, pay-per-clicks, banner ads and other marketing tactics.

Banners can cost as little as $1 per 1000 views. Email lists can be as inexpensive as $30 per 10,000 names. Despite these low prices, retailers are finding that many times these tactics don't deliver enough sales to justify repparttar 121027 cost.

Problem # 2 Low conversion rates

Turning visitors into customers isrepparttar 121028 second biggest problem that online retailers face. This becomes a greater problem when retailers sell items that people prefer to see and touch before buying, such as clothing.

Do you knowrepparttar 121029 answers to this question:

What percentage of your visitors become your customers?

That percentage is your sales conversion rate. This number is one ofrepparttar 121030 most overlooked and most impactful numbers in online marketing. It's overlooked because website owners often think that more visitors isrepparttar 121031 route to more customers. What if their marketing is bringing lots of visitors but their website is sending them away?

Websites can send visitors away in many ways, from frustratingly slow download times to poor sales copy. Visitors in general complain of having to download plug-ins to viewrepparttar 121032 website and confusing navigation.

Most ecommerce businesses are getting 1-2% sales conversion. A small change in your conversion rate can have a big impact on your bottom line.

Let's say you run your numbers and find that you have a 1% conversion rate. Applying marketing know-how, you make some changes to your website that makes customers more likely to buy. Next week you test your sales conversion rate and find that it's 2%. You've doubled your sales, without spending more money marketing!

Once you get your sales conversion higher, your marketing budget performs better. The same money that was bringing you 1% sales conversion is now bringing 2% sales conversion.

Why Design Matters in a Slow Economy

Written by Eileen Parzek


Ask any business expert what really matters during times of economic instability and they will say that continuing to market your business is critical. Yet, in business, matters of creativity and design are often seen as something nice to have if you can afford it, but easily cut during uncertain financial times. Historically, when money is low, it isrepparttar arts and artists who feel it first.

Existing businesses are struggling more, and people are losing jobs and going out on their own in droves, making competition fiercer than ever. How can they stand out and be seen - if not by good design, marketing and advertising? Online or off, good design gives credibility, visibility and consistency. It can even make economic sense, if approached strategically.

We all have heardrepparttar 121025 adage that a picture is worth a thousand words. When a business is seeking higher visibility, it is oftenrepparttar 121026 projected image that makes them memorable, hopefully in a good way. If you're competing with other companies sellingrepparttar 121027 same service or product, there a many things you could do set yourself apart - but FIRST you have to getrepparttar 121028 customer's attention. On first impression,repparttar 121029 only differentiation between you and your competition may be your branding and image. And that is achieved with graphic design.

Good design leads to communications consistency. Studies indicate that a prospect must hear of or see your business numerous times before it will spring to mind unbidden. Having a consistent and memorable message and image can help accelerate recognition and therefore, speed uprepparttar 121030 branding process.

Imagine you are at a seminar listening to a dynamic speaker and you ask him to send you further information about his company. Whenrepparttar 121031 packager arrives, you are surprised to discoverrepparttar 121032 information is barely readable,repparttar 121033 colors clash enough to make your eyes ache, and there is a good chancerepparttar 121034 charts were done by a five year old. You will probably overlook it because you met this gentleman, and you already know he knows his stuff. But if you received this marketing collateral before meeting and hearing him present, it is likely you would questionrepparttar 121035 consultant's credibility and professionalism.

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